KAYAK ran video ads in Instagram Stories, Instagram feed and Facebook News Feed in one ad set using placement asset customization, and found that combining ad formats drove a 5X increase in conversions.
Founded in 2004, KAYAK is a leading travel search engine that gets people the information they need to plan the trips they want. With every query, KAYAK searches hundreds of travel sites to show travelers the right flights, hotels, rental cars and vacation packages.
increase in incremental sales conversions with combined placements
increase in overall return on investment with combined placements
KAYAK wanted to increase the number of travel searches on its website and app.
KAYAK had success with running vertical ads in Stories and square ads in News Feed, but had to run them in separate ad sets because the different formats were not compatible across all placements. For example, square ad creative could not take advantage of the extra vertical space in Stories, while vertical creative could not run in Instagram feed or Facebook News Feed, which hurt efficiency.
So when the new placement asset customization feature rolled out—which allows creative in multiple formats to run together in one ad set—the team at Facebook recommended that KAYAK try it.
Together, they designed a 2-cell test with:
one cell using the new placement asset customization feature with just one ad set.
one cell consisting of two ad sets—one running vertical ads in Stories alone in an ad set, and one using automatic placements to run square ads across Instagram feed and Facebook News Feed in another ad set.
Next, KAYAK built video ads, including one showing how simple it is to filter flights by airline, price, number of stops, cabin seating and destination, and a second that depicted how KAYAK makes planning and booking group trips easier and more fun.
The same ad creative ran in Instagram feed, Facebook News Feed and the vertical video versions. Each ad had a Book Now or Learn More call-to-action button that linked through to the KAYAK website. KAYAK served the ads to a lookalike audience based on the characteristics of its current website customers.
KAYAK determined the head-to-head results of this 2-cell test campaign—which ran from September 21–October 4, 2018—by using a Facebook conversion lift study, which revealed:
5X increase in incremental sales conversions with combined placements (compared to running separate ad sets in Stories and feed)
50% increase in overall return on investment with combined placements (compared to running separate ad sets in Stories and feed)